The 38th annual Travelmart Latin America concluded Monday, uniting tourism suppliers and buyers at one of South America's emerging cultural regions.
Salta, Argentina, a city of 1.5 million residents (and nary a single stop sign or traffic light) hosted over 400 buyers and suppliers for three days of scheduled meetings, social events and high-altitude wine tasting.
Resting in the shadow of the Andes in northwest Argentina, Salta (a city and Argentine province) sits in the Valle de Lerma. The Province hopes to gain new visitors and package tour products for a region not commonly offered by North American tour operators. Its main attributes include the world's highest vineyards, a dry, temperate climate, Argentina's most Spanish colonial city center, and nearby access to altiplano indigenous culture.
Further enhancing the region's credibility is connectivity: the city is linked by bus with Chile's popular San Pedro Atacama to the west, the Argentinian side of Iguazú Falls (IGU) to the east (a 90-minute flight) and Bolivian city of Santa Cruz to the north.
PHOTO: Salta's city center. (all photos by Greg Custer)
Fernando Escudero, Salta's Sustainable Tourism Development Director, was an active and enthusiastic participate during the three day event. When not overseeing a cadre of local Salteño hosts, or coordinating the opening Gaucho-themed welcome reception, Escudero had time to talk up Salta's many qualities. Wine, cross-boarder visitor experiences, altiplano cultural day trips and agro-tourism are all part of Salta's tourism future, according to Escudero.
Little known to North American travel agents is the area's unique wine tradition. The temperate fields of Cafayete (190 kms south of Salta) are home to a dozen small white and red producers (producing mostly Torrentés and Malbec) . With some small producers making vino at a breathtaking 3,000 meters, the more productive Cafayete area sits a a mere 1,800 meters (5,900 feet). Forget the 'group tour' herding of visitors. In Cafayete, winemakers have an enthusiasm and pride that would turn Napa heads. The day tour here is one of Salta's highlights. Don't miss the 'Museo del Vino'.
PHOTO: One of the region's finest wine products.
For those seeking a connection with South America's pre-Hispanic cultures, Salta features the world's only museum dedicated to high altitude archeology. Known today as MAAM, the museum lies on Salta' main square. In 1999, a trio of sacrificed, mummified children were excavated from a tomb atop the 6,739 meter (22,110 foot) Mt. Llullaillaco.
The rich burial chamber and three frozen mummies (some 500 years old) have been meticulously studied. Artifacts include miniature gold replicas of the victims, festooned in intricate Peruvian-woven garments. Still-frozen ceremonial 'bundles' are displayed in cryogenic chambers. Mummy viewing can be jarring to some visitors.
Some three hours west of Salta, road 51 climb to Salta's 4,000 meter high plain. Salta towns like San Antonio de los Cobres and Cachi sit astride one of South America's untamed adventure road trips routes: highland highway 40. It's a mostly paved route in the Andes' eastern shadow that stretches from Bolivia to Tierra del Fuego, some 5,200 kms in all (a 3,200 mile trek!).
PHOTO: Altiplano near Cachi.
Affordability is another of Salta's advantages. With a 'legal' black market garnering 13 pesos/dollar, the $10 US lunch (with wine) is the rule, not the exception. Salteños working at restaurants, cafes and hotels exude European-style service and attitude, a hallmark of Argentina's strong Italian and Spanish heritage. As is common in provincial South America, hotel properties are family owned or part of domestic chains unfamiliar to North American agents. Nearly all of Salta's hotels are in downtown, with some small boutiques scattered about the Valle de Lerma countryside.
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